Find out why looking at a builder’s backside was the catalyst that led to Jimmy's version of iced coffee, now stocked in pretty much every UK supermarket… and with its sights set much further afield, including Ireland, Sweden and Dubai.  Hear the crazy things Jimmy does to spread the word about his drink, including talking to audiences of 300, dressed as a carton… and orchestrating what’s known as a ‘massive activation’ at a mainline railway station. (Sounds like a security alert, but actually it’s a neat way to promote your products). Find out how he felt about stepping away from the role of MD, and handing it over to someone who hadn’t seen his company grow up…